Consumer Behavior Assignment
#1
Topic: Designing a qualitative and quantitative research design
for LOreal
Group members:
Ayaz Nadeem 15861
Salman Ahmed 16358
Sarah Zahid Umar 17781
Syed Muhammad Sabihuddin 17501
Shahenshah Janani 16045
Case: LOreal would like to launch a new face wash for young adults.
Design a qualitative and quantitative research design for the
company focused on this objective.
The research work will start by conducting qualitative research and the heading
towards quantitative research.
Qualitative Research: Our research work will start up by collecting data. After
having a look at the secondary data already available, we will move on for getting
primary data for fresh and relevant data that is not present in the secondary data.
Objective: To find out:
Whether consumers are conscious about their skin or not
What kind of skin care products are available in the market and preferred by
the consumers
What benefits do consumers look into while purchasing a face wash that
could cater their skin problems?
Type of Research: Focus Group is the technique that we will be using for getting
exploratory and initial information for our research work. A well trained moderator
will be heading the discussion and throwing out random questions to the group
consisting of eight homogeneous members i.e. females. The Moderator will make
sure that the discussion is not biased and influenced in any way and becomes
successful. The moderator will first introduce himself/herself and will ask the
respondents to introduce themselves and feel comfortable so that the discussion
goes on smoothly and a true picture and honest opinions could come forward.
Questions to be asked while having a focus group discussion:
1) Are you sensitive about your skin or you do not care much about what
product you use for your skin? Especially the products that you use for your
face?
2) What makes you feel comfortable while washing your face? Is it soap or a
face wash?
3) What are the brands on which you rely the most that are available in the
market and what are the things that influence you to get a particular brand
product?
4) According to you what are the major problems that the young adults of your
age group usually face when it comes to the skin of their face?
5) Do you think one brand can be good enough for catering all skin problems
and suitable for all skin types?
6) What do you think, should a face wash have a whitening effect as well apart
from just washing your face?
7) Do you think a face wash must be good enough to prevent your skin from any
harm caused by high exposure of the sun?
8) What feel do you get on your skin the most throughout the day? Is it oily, dry
or anything else that irritates you?
Analysis of the Data: The data collected from the focus group discussion will be
subjectively analyzed by experts so that our research work can move forward and
we can conduct a quantitative research that is conclusive in nature which will help
us draw conclusions and make a decision.
Report Preparation: After having the data analyzed, a report will be prepared
stating the findings of the discussion and mentioning whether our objectives are
met or not. This report will lead us to the next step having a quantitative research
conducted.
Quantitative Research: This research will be conducted after we have completed
the qualitative research by getting data through a representative sample and
getting conclusive results.
Objectives: To find out:
How important is a face wash for a consumer,
The brand that they prefer the most for their skin,
The problem that they want to be solved using a face wash,
Their satisfaction level with regards to the available brands in the
market
The frequency of purchasing a face wash
The variable influencing their purchase.
Hypothesis: Young adults prefer those skin care products for their face that cater
all their skin problems and suit their skin type.
Research Design: Survey questionnaire is what we will be using for getting
quantitative data as it is time and cost effective.
Sample Design: Our population of interest will be young adults belonging to
A and B income group, aged between 20 to 40 years, living in urban areas of
Pakistan. Random sampling will be used so that everyone from the population
can have an equal chance of getting selected and represent our population of
interest.
Questions to be presented in the questionnaire:
1. My age lies between:
a) 18 24 years
b) 25 - 34 years
c) 35 - 44 years
2. I am a:
a) Male
b) Female
3. My preferred product for cleaning my face is a/an:
a)
b)
c)
d)
Soap
Face Wash
Body Wash
Other cleansing product
4. The importance of a face wash for me is:
a)
b)
c)
d)
e)
I do not care, it is cleaning that matters
It is a waste of money
I use it sometimes
I use it regularly
It is very important for my face
5. The brand for a face wash that I prefer to buy is:
a)
b)
c)
d)
e)
f)
g)
Dove
Himalaya
LOreal
Neutrogena
Nivea
Ponds
Other (please specify)----------------------
6. While using a face wash my main concern is:
a)
b)
c)
d)
e)
f)
g)
Cleansing
Oil control
Moisturizing
Remove dead skin
Acne
Anti tightness (after washing effect)
Medical Reasons
7. As per the current product availability in the face wash market I feel:
a) I am satisfied with the available brands
b) There is nothing for me
c) More the merrier
d) I could not ask for more
e) I do not care
8. I buy a face wash:
a)
b)
c)
d)
e)
f)
Once every 2 weeks
Once in a month
Once every 2 months
Once every 6 months
Once in a year, may be
Never
9. I buy my face wash from a:
a)
b)
c)
d)
Pharmacy
Cosmetics store
General store
Super market (Spencer, Big Bazaar, etc.)
10. The factor which influences my brand purchase is:
a)
b)
c)
d)
Quality
Price
Celebrity Brand Ambassador (advertisements)
Recommendations (friends, relatives, etc.)
Analysis of the Data: The data collected through the questionnaires will be
objectively analyzed by experts and a conclusion will be drawn as to what the
consumers actually have in their minds with regard to the skin care brands and their
skin problems.
Report Preparation: Once the analysis is done, a report will be prepared that will
present a true picture of what the consumers have to say relating to their skin
problems and the available brands in the market. This report will be presented to
LOreal so that the company can make decisions accordingly while introducing a
new face wash for young adults keeping in view the results of the research.
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